sCPlab

• Role. The only designer on the team — the whole app design was on me.

• Timeline. 8 months.

• Starting point. A brand-new app — all I had was a map of the screens.

• Outcome. 68 screens and a ready design system the developers build the app from.

The client wanted more people to buy a full-price subscription after the free period, and starting a workout to be quick and easy. A separate request was a premium “glass” style.

The client’s technical condition: the subscription is sold only through the App Store. Its payment window is standard — you cannot change anything in it or explain things in your own words.

How people pay. Apps usually ask for money right away or after a boring questionnaire — people leave without understanding what they pay for. So the value has to show before payment.

Where it is used. In the gym: sweaty hands, heavy breathing, glare. So the buttons are large and there is little text.

What brings people back. Pros know the basics — they want video lessons from top coaches. So video is the heart of the product.

I compared the options with three questions: will people pay full price, is it convenient in the gym, and is it expensive to build.

A — a first-month discount. Quick, but it teaches people to wait for discounts, and the client needs full-price payments.

B — a shorter questionnaire, payment in the same place. Simpler, but people still pay without trying the product.

C — try first, pay later. A free assessment with video lessons, and the subscription once your own program is ready.

I chose C: people pay more willingly for what they have tried and put effort into. The downside is that money comes a bit later. I showed this to the client honestly and suggested how to test the decision after launch.

A “play” icon. At first the steps on the main screen looked like ordinary cards, and people lingered on each one, unsure where to tap. I added a “play” icon: it became clear the card starts a video. People lingered less.

A workout that never happened. The videos were not filmed yet, but I needed to check right away whether the screen reads over video in a gym. I generated a workout frame with poor lighting using AI, put the interface on top and took my phone to an ordinary gym — I looked myself and asked visitors to read the screen.

A problem turned up: the video progress icon on the right was too pale and got lost against the background. I made it more contrasting — now it is visible in any light. We caught the mistake before the shoot and development, so the fix cost the client nothing.

I showed the client the whole chain — from what I found out to every decision. The main thing to defend was the late payment: money comes a bit later, but people pay full price. “Glass” was approved only where it does not get in the way of video.

I handed the developers a tidy file — all screens, button states and annotated animations. Development goes faster and without extra questions, which makes it cheaper for the client.

How I work. For eight months I was the only designer, so I explained every decision through the business goal and spoke openly about the risks.

The app is only launching, so I describe what I changed and what it should affect.

What became easier in the app itself

• A new way into the app: first the assessment and your own program, then payment. Should bring more full-price subscriptions.

• A simple workout screen: video, a timer and a couple of one-handed buttons. Workouts start faster.

• Clear where to tap: a “play” icon on the steps — fewer pauses on the way to the first workout.

• A visible video indicator: you see how much is left at a glance.

• A reason to come back: smart reminders and a weekly progress report.

How the app explains its value

• Value first, price second: coaches’ videos and your own program are visible before payment.

• Clear what you pay for: the message “your program is ready” makes payment a logical step, not a barrier.

• Looks like a tool for pros: the premium style justifies the full price.

• Everything reads in a second: large text and contrast — even in the gym between sets.